I've been in SaaS for about 17 years, and a pattern I've seen is that for companies customers actually love, customization shows up as a milestone. It helps them find their own way of doing things, but eventually they settle into that way.

When it resonates with customers, it feels great.

Customizable SaaS is really just a side effect of the deeper need for control, because with control you can execute better. And when that lines up with capital, market fit, and a clear purpose, it creates more than efficiency, it creates meaning.

The companies that never settle, always chasing new patterns, usually end up with customers who don't enjoy them and employees who don't enjoy the software either.